Creating Content With Limited Resources: Strategies and Examples

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[color=rgba(0, 0, 0, 0.9)]It’s almost impossible to approach a big, broad topic effectively in a single piece of content. There are too many details to focus on, and the value is lost if you try to distill it down to the most basic variables. It’s simpler and more powerful to break this big concept down into smaller takeaways. Enter: the Big Rock Strategy.

[color=rgba(0, 0, 0, 0.9)]The Big Rock Strategy involves taking a large, robust piece of content and breaking it down into smaller pebbles of information. These pebbles of content can be used to create a journey for your customers, moving them further down the funnel, one small piece at a time. The pebble-to-Big Rock framework doesn’t just break hefty concepts into readymade pebbles of content—it allows your brand to build and nurture a relationship with your potential customer.

[color=rgba(0, 0, 0, 0.9)]Let’s look at an example. Your company creates a powerful whitepaper filled with data, insights, testimonials, tools, resources, and more. Unfortunately, it’s a stellar piece of content that’s gated. That doesn’t mean you can’t break small pebbles of content out and use them elsewhere [color=rgba(0, 0, 0, 0.9)] Email List A social media post that features a statistic. A deep-dive blog post on one of the featured concepts. A testimonial that becomes a case study. Creators don’t need to seek out new resources to make great content. Instead, the Big Rock Strategy helps lend credence to the pillar content you’ve already invested in. We’re actually implementing this strategy now — we’ve taken a key concept from our LinkedIn Marketing Labs course, [color=var(--artdeco-reset-link-color-blue7)][backcolor=var(--artdeco-reset-link-background-color-transparent) and turned it into a blog post.

[color=rgba(0, 0, 0, 0.9)]The demand for both quality and volume can force a remixing approach — but that’s not a bad thing. If your core messages don’t change, your presentation can. For example, if you’ve invested in a great survey campaign and have strong factual results you can share with your customers, keep sharing them! Case studies, infographics, social snippets, thought leadership pieces, targeted InMail — they can all leverage the same content in a new way, to a new audience.